estimated reading time: 4 minutes

You did CRO and didn’t even notice it

Presume that you have a page that attracts 1,000 visitors monthly, and this page has a 10% conversion rate. To increase your sales, you don’t need to bring more traffic; you could improve the conversion of traffic that you already have. Those actions could maybe increase your conversion rate, and now you get 200 conversions.

You didn’t have to build another page or produce new materials; you just improved what you already had. Congratulations, you just did CRO without even noticing it. Cool, right?

But, before talking about conversion and how to optimize the conversion rates, you must understand that a conversion, which is part of the CRO acronym (Conversion Rate Optimization), is much more extensive than just turning a visitor into a lead or to a sale. It involves several actions that a visitor can practice on a website.

For example, the visitor could click on a banner that leads it somewhere else, or the visitor could make a contact request with a seller, or maybe purchase something on your website, or it could start a software trial, anyhow, there are a bunch of possibilities that could be a conversion.

Defining the type of conversion that makes sense for you requires knowing your results. With that, you can know which CRO techniques you should use. For example, if it’s lead generation, Landing Page Forms make perfect sense. If the idea is to increase sales on your e-commerce, you should consider optimizations such as buttons that encourage registration.

As we stated, besides conversions, another concept to be mastered when dealing with CRO is the conversion rate. Understanding this concept is essential to knowing how efficient your pages are and tracking overall business results.

To illustrate:

Imagine that we are calculating the conversion rate of Visitors becoming Leads. The goal is to capture contacts of those who browsed the site. And with that, learn who they are to nurture them later. Let’s imagine that our site had 10,000 hits, and in a given period, 500 people completed the form. That means we had a 5% conversion rate of Visitors to Leads.

The good thing about the conversion rate is that it can be calculated at all stages of the sales funnel: top to middle, middle to bottom, etc. Thus, you can have a diagnosis of where the bottlenecks are and where the strategy is weaker and needs to be optimized.

It’s fundamental to know the metrics you want to analyze at each stage and also to have a general diagnosis of your site’s performance. This knowledge makes it easier to direct the right efforts to the right needs.